For those of you who are PC Gamers in particular, you should be familiar with the concept of game ‘data mining’. If not, then allow us to clear that up. Data mining is where users gain access to a game’s files and explore said files, revealing game details in the process.
Typically, this information is found in an alpha or beta version of an upcoming game, these underlying details are then ‘leaked’ onto a website such as Reddit. However, while game developers may frown upon this, is it useful for marketing games? Has it changed the culture surrounding gaming?
Advantages of Data Mining
While it is slightly controversial, data mining can uncover flaws in a game, pre and post launch. With the vast amount of data coming from a popular game, data mining can help predict the life cycle of a game, discover the strongest points in its design and overall, figure out what gamers desire.
This all comes under one common interest, success – it could be argued that without data miners, consumer information would be severely reduced. Given how harsh the gaming industry can be, finding out what consumers want, is an absolute must. Information which can be gained through the practise of data mining.
Titanfall 2 Outrage
Who doesn’t love having your own personal robot fall out of the sky? I do, and like many gamers, I’ll be standing by for the release of Titanfall 2. PC gamers however, not so much.
With the game gearing up for launch, preview codes for the game’s multiplayer were launched on console specifically. Respawn employees are concerned about data miners looking for secrets about the game, so the decision was made to not include PC for the first beta. Something not very well received by the PC community.
This concern regarding pre launch spoilers is a common concern amoung developers, while they are discouraging data mining, it could prove detrimental to the PC audience for the game.
Are Pre-Launch Spoilers so Bad?
Truth be told, us gamers do love leaked details. There have been times where data mining has essentially developed significant ‘hype’ for a future release. This is the case with game DLCs, where data miners find screenshots or file names linking to untold aspects of our games. This act, sends gaming forums and other communities into a state of frenzy, creating both speculation and drawing traffic towards game studios.
So, while data mining isn’t exactly warranted, it has the secondary impact of generating popularity – benefiting both the studio as well as the gamers. In some cases, game studios are guilty of deliberately leaking information in order to generate interest, reflecting data mining as an indirect marketing strategy.
Has the Culture of Gaming Changed?
This era of data mining is linked to the huge advancements we have seen in technology, with high speed internet and other tools becoming available to the average consumer. As a result, gamers now expect to know a significant amount of detail about a game before its release. Developers themselves are even doing extensive demos and showcases.
The underlying question is whether the culture of gaming has changed due to practises such as data mining? The short answer is yes, the likeliness of gamers to purchase games they know nothing about is reducing. The sense of mystery intertwined into gaming is dwindling – progression through a game is now driven through tutorials, leaked information and walkthroughs. The marketing of a game and consumer spending is encouraged through vast amounts of information, partially supplied through data mining.
Overall, tools such as these are the drivers behind the changing culture of games. Gone is the era of mystery, replaced by one centralised search for details to satisfy the hungry minds of most gamers. An era where spoilers are hard to avoid. While this can be viewed negatively, the gaming industry is forever growing, the pre-release of game information drives consumer spending and fuels our decisions to buy.
Today’s gamers live in the information age, where the success of the gaming industry is higher than ever. Data mining and the exchange of leaked information, is one of the drivers behind its growing success.
